@dumbfounder - it crawls data for its recommendations. In order to maintain quality and make sure it's useful, I've limited its scope for the time being. More locations are coming soon!
(disclaimer: I work at Factual, but a) I'm commenting as an individual, not representing the company; b) I genuinely think this is a good choice for you; c) for a small app like this, the data will likely be free, so I have no financial motivation!)
After that, I think pricing depends on your app. I think it is extremely favourable to small/new startups, but I am am engineer and not a sales guy, so I don't want to say anything that might be both specific and wrong... (I hope this isn't starting to sound like a bait and switch sales pitch; if you want to talk offline my gmail is donallmc).
[Edited to update email]